Coca-Cola North America plans Fresca makeover

Two new line extensions to be launched in the United States.

26/05/05 Coca-Cola North America has announced a makeover for its Fresca brand along with two new line extensions that will launch in the United States this September.

Fresca will be given a fresh, contemporary look, including a new logo and new packaging graphics. Two new flavors - Sparkling Peach Citrus Fresca and Sparkling Black Cherry Citrus Fresca - will also be introduced as zero calorie line extensions to the brand. The unique sparkling citrus flavor of original Fresca will remain unchanged.

The Fresca brand will be supported by an extensive marketing campaign, featuring television, radio and out of home advertising, online activation and unique sampling programs. The advertising campaign, developed by Minneapolis- based Campbell Mithun, will highlight Fresca as a uniquely sophisticated "sparkling citrus" soft drink, ideal for moments of perfectly relaxed pleasure. Further details on marketing plans will be made available closer to the introduction.

All three Fresca flavors will be available in a variety of packaging sizes, including 12-ounce cans, 20-ounce bottles, 2-liter bottles and multi- can packs.

Fresca's new look and two new line extensions are the latest examples of Coca-Cola North America's "100 Days Of Diets" strategy, which includes the introduction of Diet Coke sweetened with Splenda Brand Sweetener and Coca-Cola Zero.

The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of the world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1 billion servings each day.

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